To distribute via a download link, the file from the folder Publish EXE has to be uploaded on a Web Server.

 

 

In case you do not have an e-commerce provider or website, where the user can download your files, see chapter: How can I share my files using a download link?

 

See also
Adding an Installer

 

 

Within Avangate, Select Product Files and then press the button Browse. Select your  installation package and upload the file from the Publish EXE folder